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1. Always-on – das neue Kaufverhalten

  • 2018
  • OriginalPaper
  • Chapter
Published in:
Author
Gerrit Heinemann
Published in
Die Neuausrichtung des App- und Smartphone-Shopping
Publisher
Springer Fachmedien Wiesbaden

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Zusammenfassung

Die explosionsartige Verbreitung von Smartphones wirkt wie ein Game Changer. Das mobile Internet bestimmt nicht nur das digitale Universum, sondern auch das tägliche Leben. Der Anteil der mobilen Internetnutzung entwickelt sich dementsprechend überproportional. Einkäufe werden in der Regel auf dem Smartphone begonnen, jedoch überwiegend noch auf anderen Geräten beendet. Ähnlich wie bei diesem Cross Device Commerce verhält es sich auch im Omni-Channel Shopping, bei dem mehrere Einkaufskanäle genutzt werden. Hier kommt dem Smartphone eine wesentliche Zubringerrolle für das stationäre Geschäft zu. Bereits zwei Drittel aller Website-Aufrufe erfolgen in Deutschland heute über das Smartphone. Dennoch ist nur rund die Hälfte aller Homepages mobil optimiert.

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next chapter Neuausrichtung des App und Smartphone Commerce
Title
Always-on – das neue Kaufverhalten
Author
Gerrit Heinemann
Copyright Year
2018
Book
Die Neuausrichtung des App- und Smartphone-Shopping

Print ISBN: 978-3-658-19134-4

Electronic ISBN: 978-3-658-19135-1

Copyright Year: 2018

DOI
https://doi.org/10.1007/978-3-658-19135-1_1
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